"Those who do graduate are the most skilled in the world, but the industry's poor image is scaring potential students away," he said, adding that companies need to overcome the stigma of IT as a monotonous, unhealthy and routine career by changing the workplace environment.

He said the company works diligently to determine what staff and potential employees want. "Then we use this to counter the [poor] image. We provide little things like breakfast, regular staff meetings and our staff even play soccer on lunch breaks."

IT careers site NowHiring director, Brett Iredale said if the IT industry wants to address its skills shortage creatively it needs to actively build employer branding by constantly promoting corporate culture and career progression opportunities. "Simply advertising a job no longer works," he said.

New South Wales Board of Studies statistics show the number of students completing IT subjects at HSC level has dropped steadily for the last three years.

In 2003, 22,910 NSW students completed IT subjects including information technology, industrial technology and information processes and technology. This dropped to 18,268 students by 2004 and 15,668 in 2005.